Hesperia chooses quality over volume, says CEO

Jordi Ferrer, CEO of Hesperia, makes it crystal clear: “we have always bet on growing, not so much in volume but in quality.” The statement, reported by Hosteltur, is no empty promise. In an industry that chases portfolio size as the only measure of success, Hesperia takes a stand and chooses a different path.

What does that mean in practice? Fewer openings, more renovations. Fewer pins on the map, more guest experience. It is not that they dismiss growth, but they measure it by average rate and guest satisfaction, not by key count. A brave stance, especially when investment funds push to pile up assets indiscriminately.

I find it a healthy approach, though not risk-free. In an increasingly polarized market, playing the quality card forces you to be genuinely excellent. No room for fake luxury. Hesperia knows this, and according to Ferrer, it has been in their DNA from the start. We will see if the market rewards this patience or ends up demanding more financial muscle.